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        </div><article class="page single"><h1 class="single-title animated flipInX">流量为王的时代，拒绝虚假营销</h1><div class="post-meta">
            <div class="post-meta-line"><span class="post-author"><a href="https://adbean.gitee.io/" title="Author" target="_blank" rel="noopener noreffer author" class="author"><i class="fas fa-user-circle fa-fw"></i>Adbean</a></span>&nbsp;<span class="post-category">收录于 <a href="../../categories/%E9%A1%B9%E7%9B%AE/"><i class="far fa-folder fa-fw"></i>项目</a></span></div>
            <div class="post-meta-line"><i class="far fa-calendar-alt fa-fw"></i>&nbsp;<time datetime="2021-01-01">2021-01-01</time>&nbsp;<i class="fas fa-pencil-alt fa-fw"></i>&nbsp;约 1667 字&nbsp;
                <i class="far fa-clock fa-fw"></i>&nbsp;预计阅读 4 分钟&nbsp;</div>
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  <ul>
    <li><a href="#互联网时代背景下的热点与营销">互联网时代背景下的热点与营销</a></li>
    <li><a href="#带货时代">“带货”时代</a>
      <ul>
        <li><a href="#造势名人效应">造势：名人效应</a></li>
        <li><a href="#营销流量为王">营销：流量为王</a></li>
      </ul>
    </li>
    <li><a href="#拒绝虚假营销树立正确的价值观">拒绝虚假营销，树立正确的价值观</a>
      <ul>
        <li><a href="#营销吸引你的眼球">营销：吸引你的眼球</a></li>
        <li><a href="#辨别分辨是非">辨别：分辨是非</a></li>
      </ul>
    </li>
    <li><a href="#总结">总结</a></li>
  </ul>
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            </div><div class="content" id="content"><h2 id="互联网时代背景下的热点与营销">互联网时代背景下的热点与营销</h2>
<p>互联网是一个<strong>信息量丰富聚集</strong>的载体，而在这大量的信息中，商家是如何利用这些信息去吸引网民、消费者的注意，如何制造<strong>热点</strong>，并且在热点的带动下<strong>推销、营销</strong>自己的呢？而作为消费者和观众的我们，如何筛选我们需要的信息，如何区分出垃圾信息，做到不被骗，阅读或购买到真正有价值的商品和信息？</p>
<h2 id="带货时代">“带货”时代</h2>
<p>经历了 2020 年的洗礼，除了疫情带来的阴霾，给我留下最深刻的印象便是<strong>网购</strong>了。</p>
<p>前几年，我们家对<strong>网购</strong>的依赖并不严重，很多时候我们宁愿选择去<strong>商场</strong>、<strong>集市</strong>去购买看得见摸得着的实体商品，亲自检查商品的完整性，蔬菜食物的新鲜程度，试穿衣服是否合身、材料是否满意等等。但在疫情期间，为了响应国家号召，做到尽量不出门，我妈妈也开始学习网上购物甚至观看网络直播，每天她都会捧着手机观看大主播们的<strong>带货直播</strong>，短短的几个小时内，观众们蜂拥而入，主播们从锅碗瓢盆，一路推荐到电视空调，竭力地喊着口号，让我不禁想起了古早时期的<strong>电视购物</strong>。</p>
<h3 id="造势名人效应">造势：名人效应</h3>
<p><img
        class="lazyload"
        src="../../svg/loading.min.svg"
        data-src="../../Project10/onlineshow.png"
        data-srcset="../../Project10/onlineshow.png, ../../Project10/onlineshow.png 1.5x, ../../Project10/onlineshow.png 2x"
        data-sizes="auto"
        alt="/Project10/onlineshow.png"
        title="online show" /></p>
<p>但是，电视购物的质量参差不齐，甚至大部分是挂羊头卖狗肉，那如今的<strong>网络直播带货</strong>呢？我妈妈看带货直播购买了扫地机器人、好几箱脐橙、一箱螺蛳粉，尽管质量都并不算差，但是价格比起同类产品，还是要高不少的。新闻不时也有报道某某主播带货，但是商家产品质量较差，许多观众退货的事情。但消费者们仍是乐此不疲地点入直播间观看带货直播。</p>
<p>这就是<strong>名人效应</strong>与<strong>流量</strong>带来的效果，疫情期间大家居家不外出，难免会闲下来进行娱乐活动，一场直播便是大部分人的选择。</p>
<p><img
        class="lazyload"
        src="../../svg/loading.min.svg"
        data-src="../../Project10/badshow.png"
        data-srcset="../../Project10/badshow.png, ../../Project10/badshow.png 1.5x, ../../Project10/badshow.png 2x"
        data-sizes="auto"
        alt="/Project10/badshow.png"
        title="badshow" /></p>
<h3 id="营销流量为王">营销：流量为王</h3>
<p><strong>直播</strong>一词就好像是 2020 年的<strong>财富密码</strong>，只要是名人，就必须要造势，做一场直播，带带货。并且每次直播前，网络上必然会有铺天盖地的广告，吸引大家去看。尤其在每年的节假日期间，比如前不久的双十一、双十二、圣诞节、元旦节，商家和主播们总有办法<strong>制造热点</strong>，推出活动吸引大家的注意。</p>
<p>但实际上，双十一、双十二等等<strong>购物节</strong>，不过也是商家为了营销而造势造出来的节日罢了。购物平台提供了平台，主播、名人们与商家达成协议，主播进行带货直播，商家提供商品，消费者观看直播购买商品。如此简单的运作方式，难道不是<strong>互联网时代下的泡沫</strong>吗？</p>
<p>若其中一环出了差错，不论是对商家还是主播都是极大的损失，但是对整个购物直播产业却不会产生一丝一毫的损害。</p>
<p>2020 年，喊得出名字的<strong>娱乐明星</strong>，大多都做过网络直播与带货直播，每场直播都有不下百万的人气，销售量也以肉眼可见的速度上涨。巨大的流量，总会改过那些虚假营销、噱头、商品质量差的声音。</p>
<p>但好在，这一切总会有人站出来<strong>监管</strong>。</p>
<p><img
        class="lazyload"
        src="../../svg/loading.min.svg"
        data-src="../../Project10/penalty.png"
        data-srcset="../../Project10/penalty.png, ../../Project10/penalty.png 1.5x, ../../Project10/penalty.png 2x"
        data-sizes="auto"
        alt="/Project10/penalty.png"
        title="penalty" /></p>
<h2 id="拒绝虚假营销树立正确的价值观">拒绝虚假营销，树立正确的价值观</h2>
<h3 id="营销吸引你的眼球">营销：吸引你的眼球</h3>
<p>对于商家，哪怕商品质量上乘，没有消费者光顾，在如今互联网高度发达的情况下，面临的结果只有被淘汰。酒香不怕巷子深，早已不适应这个年代了。如今，只有<strong>吸引</strong>住消费者，才可能制造出<strong>消费需求</strong>。而如何吸引，如何造势，就是企业通过策划、组织和利用具有<strong>新闻价值</strong>、<strong>社会影响</strong>以及<strong>名人效应</strong>的人物或时间，吸引媒体、社会团体和消费者的兴趣与关注，最终促成产品或服务的销售目的。也就是<strong>事件营销</strong>。</p>
<p>总结下来，商家们常用的事件营销有如下几种：</p>
<ul>
<li><strong>行为艺术型</strong>：用非常规的方式，吸引大众的注意，达到营销的目的。</li>
<li><strong>制造悬念型</strong>：商家在媒体平台发布让人摸不着头脑的文字、图案等等。</li>
<li><strong>新奇广告型</strong>：商家在广告牌登记与普通广告不同文案的广告。
<img
        class="lazyload"
        src="../../svg/loading.min.svg"
        data-src="../../Project10/ant.png"
        data-srcset="../../Project10/ant.png, ../../Project10/ant.png 1.5x, ../../Project10/ant.png 2x"
        data-sizes="auto"
        alt="/Project10/ant.png"
        title="ant" /></li>
<li><strong>新奇装置或展览</strong>：商家举行以自家商品为中心的展览吸引注意。</li>
<li><strong>震惊承诺诱惑型</strong>：商家提出前提条件，达成后可对消费者退款等等。
<img
        class="lazyload"
        src="../../svg/loading.min.svg"
        data-src="../../Project10/huadi.png"
        data-srcset="../../Project10/huadi.png, ../../Project10/huadi.png 1.5x, ../../Project10/huadi.png 2x"
        data-sizes="auto"
        alt="/Project10/huadi.png"
        title="huadi" /></li>
<li><strong>全民运动、读书</strong>：商家举办全民性的活动。</li>
<li><strong>冤家对头互撕</strong>：商家之间因利益关系进行营销。
<img
        class="lazyload"
        src="../../svg/loading.min.svg"
        data-src="../../Project10/jdb.png"
        data-srcset="../../Project10/jdb.png, ../../Project10/jdb.png 1.5x, ../../Project10/jdb.png 2x"
        data-sizes="auto"
        alt="/Project10/jdb.png"
        title="jiaduobao" /></li>
</ul>
<h3 id="辨别分辨是非">辨别：分辨是非</h3>
<p>作为消费者，我们要了解商家制造营销的模式，要分辨是非。不被虚假的营销所欺骗，前不久某大学便出现了学长送学妹豪车一事，其背后不过就是事件营销的例子，作为一种行为艺术，吸引公众的注意，而其背后的公司和人物并不一定是真实的。甚至可能存在诈骗等等。</p>
<p><img
        class="lazyload"
        src="../../svg/loading.min.svg"
        data-src="../../Project10/show.png"
        data-srcset="../../Project10/show.png, ../../Project10/show.png 1.5x, ../../Project10/show.png 2x"
        data-sizes="auto"
        alt="/Project10/show.png"
        title="show" /></p>
<h2 id="总结">总结</h2>
<p>新兴互联网下，信息量以倍数、甚至<strong>指数级</strong>在增长，如何区分、辨识有用和正确的信息，需要我们树立<strong>正确的价值观</strong>和<strong>明辨是非</strong>的能力。面对铺天盖地的营销活动与流量，做到不被影响，有自己的想法。</p>
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